Ad budget
The practical considerations for small business owners deciding whether to spend money on advertising and how to prepare before launching a campaign. This covers foundational questions like whether your business is ready for ads and what you should have in place first.
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60/40 rule
The 60/40 rule and why it breaks at a few thousand dollars a month.
The 60/40 rule says spend 60% on brand and 40% on getting sales. At a few thousand dollars a month, there usually isn't enough money for the brand half to do anything.
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Advertising on a Real Budget
The $500 test plan for splitting a small ad budget.
A $500 ad test only teaches you something if you limit it to two or three variants and give each one enough spend to produce a real signal — split it five ways and you're paying for noise, not answers.
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Advertising on a Real Budget
One platform, one budget: what a plumber should run.
Local service businesses do best on Google Local Service Ads; product and appointment-based businesses usually need a platform built for browsing and patience, not the one closest to the phone.
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Advertising on a Real Budget
A pre-spend checklist for whether you're ready to advertise at all.
Most small businesses that decide advertising doesn't work never had a fair test: the site wasn't converting, the follow-up was too slow, or they judged results after two weeks and 40 clicks. Check readiness first.
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Small business
A business owned and operated by a small number of people, typically spending limited budgets on advertising to reach local or…
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Restaurant
A restaurant is a food service business that sells meals to customers dining in or taking food away.
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Advertising
Paid messages you place on platforms like social media and search engines to reach potential customers.
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Convert
Convert means to turn a potential customer into a paying one, or to move them from one stage of buying to the next.
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Ad research
Studies that test whether ads actually work the way their creators claim.